. >> we have more pedestrian crashes than cities like chicago, seattle and boston. >> reporter: as chief of surgery at san francisco general hospital, dr. peggy knudson sees pedestrian injuries almost every day. >> you could get hit by a vehicle, you're going to get hurt. if you are an adult, the way that you're struck by cars, you' likely to have pelvic fractures, lower extremity fractures, rib fractures. if you are a child, you're going to get tossed and you're most likely to have a severe head injury. >> reporter: and in san francisco, two pedestrians are hit on average every, single day. with 17 deaths each year costing the public more than $15 million. that's got the attention of mayor ed lee. >> we pick this day and this time and this area here to make this announcement that we have a pedestrian strategy that's going on a serious one. >> reporter: a citywide effort targeting hot spots urging drivers to slow down and pedestrians to pay attention, a challenge when some feel texting is just not that dangerous. >> not if you are with a group of people. >> reporter: dr. kim mulvihill, c